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'As Samsung prepares to unveil a new TV at CES that is unlike anything the world has ever seen, all the other TVs are rushing to see the new TV,' the firm says.

However, a new shape would raise major questions over what viewers would actually be able to watch without requiring Hollywood studios and TV broadcaster to produce material in a new shape.

A promotional video released by the firm shows it's new TV under a sheet

However, an image at the end of the video appears to show a more traditional TV shape glowing

Samsung often reveals prototype products at CES, last year debuting its 'Smart Window' technology, which featured a touch-controlled interface atop transparent glass, which the firm showed off running twitter and other apps.

Multiple reports have suggested that Apple is exploring this market as well, though it is not clear when Apple will introduce its own television product - although believe it could be later this year.

Samsung's transparent TV, which turned a window into a TV set, was shown in prototype form last year